Monitoring the increasing interests of Millenials and Generation Z for sustainability

Monitoring the increasing interests of Millennials &
Generation Z for Sustainability
Villa d’Este,
Cernobbio
October, 3rd 2019

2PwC | Sustainable Development
PwC Global Consumer Insights Survey analyses consumers’
behaviour all over the world
USA
Canada
Brazil
Australia
China
Russia
South Africa
Japan
Vietnam
Thailand
Malaysia
Singapore
Indonesia
Middle
East Philippines
Total interviews
21,480
Hong Kong
UK
Belgium
France
Germany
Spain
Denmark
Poland
Hungary
Netherlands
Switzerland
Ireland
27 Countries
Fonte: PwC Global Consumer Insights Survey, 2019

Buying behaviours
Channels
Sharing
Price point
PwC Global Consumer
Insights Survey

Consumers share their wallet between experiences and products
Source: PwC Global Consumer Insights Survey, 2018
Considering your disposable income, please indicate the share of money that you spend for buying products and experiences or services
Basis: 22,481
45%
Experiences
55%
Products

Is in store shopping
decreasing in terms of
consumers’ preferences?
True False

Is in store shopping decreasing in terms of
consumers’ preferences?
Consumers who prefer
to shop in store daily or
weekly are increasing
by 22%!
2017
2018
2019
+22%
2016
Source: PwC Global Consumer Insights Survey,
2019
False
40% 41% 44% 49%

42%
27%
8% 7%
38%
21%
9% 9%
36%
20%
10% 11%
40%
19%
10%
12%
41%
19%
11%
15%
44%
20%
12%
17%
49%
23%
16%
24%
2013 2014 2015 2016 2017 2018 2019
The evolution of shopping channels in the last 7 years: physical stores
and mobile continue being the main trends
How often do you buy products (such as clothing, books, electronic devices) using the following shopping channels?
Basis: (2013) 15,080, (2014) 19,068, (2015) 22,617, (2016) 22,471, (2017) 22,481, (2018) 21,480
Note: The graph shows the percentage of daily and weekly users combined
In-store PC MobileTablet
Source: PwC Global Consumer Insights Survey,
2019
+17%
+7%

49%
24%
Millennials and Gen Z love shopping in stores
In-store Mobile
Gen Z: 55%
Millennials: 56%
Over 52: 35%
Gen Z: 28%
Millennials: 33%
Over 52: 7%
How often do you buy products (such as clothing, books, electronic devices) using the following shopping channels?
Basis: (2013) 15,080, (2014) 19,068, (2015) 22,617, (2016) 22,471, (2017) 22,481, (2018) 21,480
Note: The graph shows the percentage of weekly and daily users combined
In order to get attention from Millennials and Gen Z
new IN STORE sensorial experiences are needed

Which of the following would “significantly” improve your in store shopping experience? (please choose up to 3 options)
Base: 21,480
New sensorial and product experience are needed for attracting
consumers’ attention
23%
• Atmosphere/fancy store
design
• Technology for an easier
purchasing experience
• Virtual experience
19%
12%
22%• Wi-Fi
• Restaurants/café
• Kids area
• Specific Events
19%
15%
14%
19%• Personalised products
• Customized offers sent by
mobiles in store
• Exclusive services such as
personal shoppers and stylists
16%
13%
«Leisure» servicesProduct related services and offersStore design/In store technology
Gen Z: 31%

38%
32%
30%
24%
13%
12%
12%
11%
Cars
Other means of transport
Sport facilities
DIY
Design bags
Jewels
Clothing and Footwear
Arredamento
Which of the following product categories would you be interested in renting or sharing, rather that owning?
Basis: 22,481
“Sharing” economy is a growing trend, for accessories and clothing too!

Who are the Premium Shoppers?
11
Typically
 Male
 25-34
 Millennial
 Self-Employed
$$$ Premium shopper
Instant shoppers:
they want it now
It’s all about me
Going green
Convenience
grocery shoppers
‘Connected’
consumers
Frequent
shoppers
Tech savvy
Open to a
changing world
$$$
Premium shopper

What do Low Price Shoppers look for?
12
Typically
 Female
 Mixed job
situation,
predominantly
housekeepers,
students,
unemployed
$$$ Low price shopper
Multi-channel
shoppers
Reluctant to
convert to
mobile wallets
Not so green
Convenience
grocery shoppers
Personal
connections
matter
Less Frequent
shoppers
Delivery costs
deter
Hesitant about
online grocery
$$$
Low price Shopper

PwC Global Consumer
Insights Survey
Digital disruption

14
Does 70% of consumers
buy online at least once a
month?
True False

Does 70% of consumers buy online at least once
a month?
15
Increasing by 3% vs 2018
More than 76% within Mature
Millennials
True
Weekly
purchases
Monthly
purchases +3% vs 2018
Daily
purchases
6% 27% 39% 72%
Consumers buying
online at least monthly
95%
in CHINA

74%
67%
62%
59%
51%
51%
49%
47%
45%
45%
44%
42%
Clothing/Footwear
Books, Music, Movies
Travels
Beauty
Grocery
Consumer electronics
Toys
Furniture
Sports equipment
Jewelery/Watches
DIY
Household appliances
Clothing & footwear are main product categories purchased online
worldwide
16
Online Consumers
Over the last 12 months,
almost 75% of online
shoppers bought clothing and
footwear
79% Millennials
Did you purchase online in the last 12 months for the following categories of products? Ha fatto acquisti online negli ultimi 12 mesi per le seguenti categorie di prodotti?
Basis: 21,480
90% Clothing and Footwear

Digital Disruption: Amazon shoppers in the world are 65% of
consumers and fashion sales on Amazon are worth 35B$
17
Amazon shoppers worldwide (or equivalent)
Americas
77%
E-Europe 35%
W-Europe
69%
Africa and Middle
East
57%
Asia Pacific
63%
95%
88%
65%
JD/ Tmall shopper
Amazon shopper
Amazon shopper

Amazon (or JD/Tmall) keeps growing, especially in China
18
2017
56%
+9%
Amazon Shopper 2018
59%
2019
65%
Do you purchase on Amazon?
Basis: 20,784
95% JD/Tmall
88% Amazon

19
19%
26%
27%
29%
42%
42%
45%
Opportunity to book online and get delivery in store
Opportunity to return goods in store
Opportunity to choose a proper delivery
Tracking delivery
Free returns
Knowing the delivery date from date of order
Receiving the product as soon as possible
For more than 1 consumer out of 3 free returns, tracking and
immediate delivery are indispensable services
19
In terms of delivery of online orders, classify the following characteristics by order of importance (select max 3 answers)
Basis: 21,479

20
Do social media influence
purchasing behaviour for 1
consumer out of 2?
True False

Do social media influence shopping behaviour?
21
54%
of consumers are influenced
by Social Media for Fashion
purchases
Consumers on social media are mainly inspired by
reviews and peers’ opinions
32%
29%
28%
25%
23%
21%
19%
17%
10%
I have been influenced to buy a product or service,
following positive reviews I have read on social…
I browse social media channels to seek inspiration
for purchases
I have purchased products following
offers/promotions shared by others
I only use social media to keep up with my friends &
family
I recommend brands/products to others via social
media (i.e tags/comments/sharing links)
I have made a purchase directly through a
shoppable photo/post
I use social media channels to complain about a
product or service
I have been influenced to buy a product or service,
following an endorsement from an…
I do not use social media
Q25. Thinking about social media channels and how you use them, which of the following activities describes your online behavior?"
Base: 21,479
True

PwC Global Consumer
Insights Survey
Sustainability as a value

Only 13% declare not to be interested in sustainability
41%
37%
37%
35%
28%
29%
28%
20%
13%
I avoid plastic use whenever possible (eg. plastic
straws and cutlery)
I look for products with sustainable packaging
I buy products with sustainable packaging
I choose sustainable products for contributing to
protecting the environment
I choose products with traceable and trasparent
origins
I buy brands promoting sustainable practices
I consciously choose more sustainable ways of
travelling (eg. walking instead of driving)
I choose sustainable products to inspire others
I have no interest in sustainability (exclusive option)
Please indicate which statement better reflects your way of purchasing in a sustainable way
Basis: 21,480
Packaging
priorities
Environmental
concerns
Living in a
sustainable way
Sustainability means
supporting the
environmental long term
balance by protecting the
environment and its natural
resources
9 consumers out of 10 are “sensitive” to sustainability: the
reduction of plastic consumption and packaging are key priorities

42%
41%
40%
38%
37%
37%
23%
22%
24%
Sustainable products
Ethic products
Retailer/Brands committed to charity
Brands famous for sustainable practices
Eco-friendly products
Organic products
Local products
Sustainable packaging
None of the above
Non-food products
For which of the following characteristics would you pay a premium price?
Basis: 21,480
More than 40% of consumers are willing to pay a premium price for
sustainable or ethic products/brands

Comparing generations:
Older people focus on packaging, Millennials choose sustainable and
ethic brands and products
Over 52: Packaging
Almost 1 out of 2 avoids the consumption of
plastic and choose products with a sustainable
packaging
Under 35: Sustainability
1 out of 3 consciously chooses brands that reflect
ethics and sustainable values

Please choose which of the following statements better reflect the way you purchase things in a sustainable way
Basis: 2,948; 8,381; 6,112; 3,815; 224
35%
33% 32%
34%
25%
29% 29%
20%
12%
38% 38%
34%
36%
30%
31% 29%
23%
11%
42%
37% 37%
35%
27%
29% 28%
19%
14%
48%
38%
45%
35%
28%
25% 27%
14%
16%
49%
39%
47%
31%
33%
26%
21%
10%
18%
I avoid using plastic
when possible (eg.
plastic straws)
I look for products
with sustainable
packaging
I buy products with
sustainable
packaging
I choose sustainable
products to
contribute to the
protection of the
environment
I choose products
with traceable and
trasparent origins
I buy brands that
promote sustainable
practices
I consciously choose
more sustainable
ways of travelling
(eg. walking instead
of driving)
products to inspire
others
I have no interest in
sustainability
(exclusive option)
Gen Z (17 - 21) Millennials (22 - 35) Generation X (36 - 53) Baby Boomers (54 - 73) Greatest Generation (74 +)
Comparing generations:
Older people focus on packaging, Millennials choose sustainable and
ethic brands and products

Takes into account sustainability
when making decisions
products/services to contribute and
protect the environment and to set
and example for others
• I shop brands that promote
sustainable practices
• I look for products with eco-friendly
packaging
Plastic pollution aware
• I buy products with less packaging
• I avoid plastic use when possible
(eg. plastic straws)
Concerned about greenhouse
emissions
• I consciously choose more
sustainable ways of travelling
Interested in being informed about
sustainability
• I choose products with traceable
and transparent origins
• Male
• < 35 years
• Gen Z/Young Millennial
• Worker/Self employed
• Female
• > 55 years
• Baby boomer or greatest generation
• Man
• 35-64 years
• Mature Millennial/Gen X
• Male
• 25-34 years
• Millennial
• Worker
Sustainability is a key value for new consumers:
4 different behavioural profiles
Environmental idealist Plastic activist Green traveller Informed

Sustainable consumers favour “sharing”
38%
32%
30%
24%
13%
12%
12%
11%
Cars
Other means of transport
Sport facilities
DIY
Design bags
Jewels
Clothing & Footwear
Furniture
Which of the following categories of products would you be interested in renting or sharing, but not necessarily owning? Base: 22,481

What do young people think of sustainability in Italy?
Survey PwC Millennials vs Generation Z
PwC Millennials vs Generation Z
Interviewed
September 20182.424
61%
39%
Gen Z (1995-2010)
Millennials (1980-1994)
M
Z

Within food products, 1 out of 2 consumers chooses sustainable brands
consciously
Millennials
Generation Z
Millennial:
48% choose what to buy depending on
values
Generation Z:
They are even more concerned when
making a decision: more than 50% prefer
responsible brands
Food
8%
11%
27%
33%
20%
7%
11%
34%
29%
19%
Completely disagree
Disagree
Neutral
Agree
Completely agree
Source: PwC Millennials vs Generation Z (2018)
Note: domanda a risposta multipla
Q: I choose respectful and socially responsible brands

Sustainable choices of clothing and accessories brands go down to
15%-16% for Millennials and 16%-22% for Gen Z respectively…
Millennials
5%
13%
20%
16%
6%
4%
6%
15%
11%
4%
Completely disagree
Disagree
Neutral
Agree
Completely agree
Generation Z
Clothing
Note: multiple choice question
6%
10%
24%
14%
7%
2%
6%
15%
12%
4%
Completely disagree
Disagree
Neutral
Agree
Completely agree
Accessories
Q: I choose environmental and socially responsible brands

… but almost 9 out of 10 young consumers would pay a premium
price for sustainable clothing and accessories and 7 out of 10 for
sustainable food
Young people
would pay a
premium price
especially for food
Up to
+5%
13%
22%
12%
21%
Up to
+10%
12%
17%
10%
15%
Up to
+20%
5%
8%
6%
9%
I would not pay
a premium
price
10%
13%
11%
16%
M
Z
M
Z
19%
23%
27%
25%
27%
28%
27%
23%
M
Z
Q: Would you pay a premium price to buy sustainable products?

Consumers experience a communication problem from companies
especially in the fashion and accessories industries
Companies do not
communicate information
about products in a
properly transparent way:
 For more than 40% of
consumers in the fashion
and accessories
industries
 For 30% of consumers in
the food industry
42% 35%23%
44% 32%24%
28% 53%19%
Yes, completelyAbsolutely no
Q: According to your experience, do companies communicate in a properly transparent way where, who and how a product is produced?

Company’s website and social media are favourite channels for
collecting information about a brand’s sustainability for both
Millennials and Gen Z
6%
10%
14%
14%
15%
16%
19%
20%
28%
4%
5%
9%
11%
8%
9%
11%
12%
16%
Other
Newspapers/Magazines
Family/Friends
In store
Advertising
Other websites
Word of mouth
Social media
Company's website
Millennials
Generation Z
Apparel
Q: Where do you collect information about a company or brand’s approach to environmental sustainability?

Company’s website, family and friends and social media are most
influential about accessories
Millennials
Generation Z
Accessori
6%
10%
12%
13%
14%
15%
16%
17%
20%
4%
7%
6%
7%
8%
10%
10%
10%
11%
Altro
In negozio
Giornali/riviste
Altro sito Web
Pubblicità
Passaparola
Social media
Parenti/amici
Sito Web del rivenditore
Q: Where do you collect information about a company or brand’s approach to environmental sustainability?

What are the most
efficient tools to
communicate
information about
companies’
sustainability?

Social Media and Labels are the most effective channels for
communicating sustainability of fashion and accessories
Clothing + Accessories
Labels
2°
M Gen Z
15% 27%
Social
Media
1°
M Gen Z
17% 26%
3°
M Gen Z
15% 25%
Advertising
campaigns

Thank you
© 2019 PricewaterhouseCoopers Advisory SpA. All rights reserved. PwC refers to PricewaterhouseCoopers Advisory SpA and may sometimes refer to the PwC
network. Each member firm is a separate legal entity. Please see www.pwc.com/structure for further details. This content is for general information purposes only,
and should not be used as a substitute for consultation with professional advisors.

PwC Global Consumer Insights Survey: comparing generations
Basis: 21,480
14%
39%
28%
18%
1%
‘Mature’ Gen Z
17-22
Millennials
23-36
Generation X
37-51
Baby Boomers
52-71
Greatest Generation
72+
• Young Millennials (23-26)
• Core Millennials (27-31)
• Mature Millennials (32-36)

Monitoring the increasing interests of Millenials and Generation Z for sustainability

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